MILAN, Italy — Lancia, the Italian car brand that once steamed up the streets of Saint-Tropez alongside Brigitte Bardot, has seen its last days on the French Riviera.

Within two years, Fiat CEO Sergio Marchionne will reduce the nameplate to a single model that will be sold only in Italy as part of a merger with Chrysler.

With the carmaker’s global ambitions at stake, Lancia became expendable as its allure faded after cameos with the French sex symbol in the 1950s and 1960s.

“Marchionne is performing Lancia’s final requiem,” said Gianluca Spina, dean of Milan Polytechnic’s business school. “It’s a rational decision for a global carmaker. The brand has no appeal outside Italy.”

To end losses in Europe and boost profit globally, Marchionne is expanding the slate of upscale Alfa Romeo and Maserati models and rolling out Jeep vehicles worldwide.

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